Fitness distributor spotlight: The growth of EKS in Turkey

Emre Ozdes is Managing Partner of EKS, a family-run business that has been at the heart of Turkey’s fitness industry for more than 35 years.

As the fitness industry grows across emerging markets, Myzone’s impact is expanding alongside forward-thinking distributors supporting gym operators and fitness facility growth.

In this interview, Emre explains how his family-founded business has evolved from a single-brand supplier to a multi-national operation. With a focus on Turkey and Georgia, he explore the shifting landscape of gym ownership, rising demand for wellness, and how Myzone is helping fitness distributors introduce heart rate technology to new audiences across the region.

Growing as part of an ever-evolving industry

“My parents founded the company in 1989, initially as a distributor for Life Fitness. Over the years, we have expanded our portfolio to represent 15 leading fitness brands, including Myzone, providing a one-stop shop for fitness operators.

“We have grown significantly over the years and now operate in five countries: Turkey, Georgia, Northern Cyprus, Armenia and Turkmenistan. Turkey is our largest market, with substantial opportunities for expansion. The country’s fitness industry is evolving. The largest gym chain, MAC, has125 high-end and high-value, low-price clubs across Turkey.

“The market is well served by personal training studios, yoga studios and hotel gyms offering private memberships. In the past five years, we have seen increased activity in the hospitality and boutique fitness sectors of the market, but we are now seeing growth in the core fitness market with an increasing number of new gym openings.

“Despite the growth, the fitness penetration rate in Turkey is just 2.5%, showing the potential for expansion in the market. At the same time, public awareness of health and fitness is gradually improving."

Expanding the fitness business into Georgia

“Georgia is a much smaller market than Turkey, but it offers exciting opportunities, particularly in the capital city of Tbilisi, which acts as the country’s business hub.

“Seeing the potential, we established a sister company in Georgia last year, complete with a showroom, local sales staff and technical support. We have already built a database of 60 accounts, including 15 health clubs, with the remaining clients coming from the hospitality sector.

“There is increasing demand for fitness offerings in Georgia and we already have six new gyms in the pipeline."

Myzone and the Turkish fitness market

“We’ve been familiar with Myzone for years and became an official distributor for the brand in 2020/2021. In the past, Myzone struggled to gain traction in Turkey, but as gym technology continues to evolve, we believe the market is gradually becoming more receptive to Myzone and the benefits of heart rate tracking inside and outside fitness clubs.

“There are now a few clubs where Myzone is integral to their offer. We take potential customers to visit these sites, so they can see how the technology works first hand. In addition to product distribution, we often act as fitness consultants, advising clients at the construction phase of their gym projects. This allows us to give guidance on space, staffing and also introduce operators to the Myzone brand.

“The Turkish fitness industry is still in the early stages of embracing fitness technology, but we are confident in the long-term potential of the market as it continues to grow and evolve."

For more information about heart rate technology in gyms and fitness spaces, visit the Myzone business homepage.